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We are happy to work on new client projects, take risks, experiment, become friends, and greet with holidays. That's the dream of any agency. As for us, we have Eclectic Talents Group, who became our friends as well as their new (no-name business back then) 3PL operator.
Eclectic Talents Group is a group of businesses that believes in talents and people!
And also that reaching ambitious goals is possible with top-notch specialists from different niches. That's why Eclectic Talents Group has become a leading outsourcing and personnel management service provider since 2009 in Ukraine, UAE, Europe, and Central Asia. Eclectic Talents Group already has 11 successful businesses, and we have started the creative and strategic part of the 12th!
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"We're not simply finishing the client's task. We analyze how this task can improve the process overall." — Eclectic Talents Group vision.
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Where Did It All Begin?
New businesses are created in different ways. It can be the owner's dream or resource availability and market potential that can push that desire. But sometimes, it can result from a comprehensive understanding of previous business and a vision of implementing the acquired experience in new niches.
We faced a similar case when our Eclectic Talents Group friends revisited us.
— We decided to create a logistics business, — they said.
It's March 2022, and russians are still near Kyiv.
— Hmm, why not, — we thought.
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What Is the Purpose of Logistics?
We know logistics is based on three whales — transport, warehouses, and processes — because of all those clients' stories and our vast experience working with logistic specialists. Therefore, creating and maintaining an effective logistics model is difficult. However, business owners, CEOs, and heads of logistics departments are interested in operational efficiency. One of the solutions to increase the desired operational efficiency is to outsource non-core activities and concentrate on the key ones. Calculations and experiences make this solution the best decision.
Insiders in the Logistics World!
But why can a newcomer compete in the logistics services market? After all, we are not the first ones to offer outsourcing such services in Ukraine. While conducting a strategic session with the client, we understood that logistics is more than just transport, warehouses, and processes. It is also about people. Each component needs superb people, starting with truck drivers and top management.
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The ability to select, train, and manage outsourced specialists has become the foundation of the success of all Eclectic Talents Group businesses.
And the logistics company is no exception to that. So if we can do it professionally for third-party customers, what a cool team we can gather for our business!
We are not afraid of people. We know how to choose people, how to work with them, and where each of them will fit the best. We are experts not only in logistics. We are experts in people.
And we also know how people can increase business efficiency.
Thus, our superpower is a synthesis of experience from various industries, not just logistics. This allows us to create optimal solutions for the client. We know how to systematize logistics processes, combine expertise, and, most importantly, people.From here, there was only one thing to formulate — the position of the future brand — a partner for improving business efficiency.
As You Name the Boat, So Shall It Float.
We have finally found our place in logistics, and it's time to name the service. Here, copywriters break down the business and sort through a million words to find THE ONE! Our name was supposed to embody the system, relationships, and support so important in the logistics niche.
Here we poked around a little to understand that the effective work of a 3PL operator is the combination of interaction, co-working, and synergy between all elements of the process. We took the Latin dictionary and found the prefix syn, which means combination. Another word we decided to add to the name is nexus, that is, connections.
Synex is about the connections we create together with the client.
It's about connections between the client and us — system connections between cargo drivers and the warehouse. And logistical connections between Kyiv and Lviv.
Companies must know all the processes to ensure their business is safe. That's why we are always there to answer confusing questions and offer new solutions.
Synex. Always around
Logo, Branding, and Other Design Stuff
While building a strategy, we concluded that Synex is about systematization, people, and expertise. Those features embed the position of effective partnership. Therefore, we had to design these clever strategic pieces right at the design stage!
We thought long and hard about how to show the synergy between people and technology concisely and understandably. But the best idea came when bees popped into our brains. Yes, real bees! Every bee knows what to do when the world looks like chaos. But somehow, that chaos is structured. Just like logistics, dozens of chaotic processes are all adjusted and planned. Bees have a clear movement trajectory and confidence in their steps. The logistics team works the same.
Coordinated Actions. A Clear Plan. Team Work
Bees are an excellent example of systematic work and resemble how Ukrainians work — hard. Therefore, since the future logistics giant originated from Ukraine, we wanted to add this symbolism to the corporate style.
Then we realized that beehives are just as orderly as our logistics processes. They are simply an engineering art! Hexagons perfectly represent storage, as they fit more honey. And if they are stacked together, they take up less space. Wonders of geometry!
If you check the honeycombs' shape in a two-dimensional space, they resemble boxes. The same boxes are constantly reloaded from warehouse to warehouse and represent the logistics symbolically. This thought once again confirmed the right choice of symbols for corporate style.
Honeycombs are about perfect ergonomics, which is directly related to logistics. One of the tasks of a 3PL operator is the efficient placement of cargo, which means that they can only do with the correct organization of the working space. That is why honeycombs are an excellent symbol for the logistics niche.
But logistics is not only about warehouses and packaging. It is also about movement that we display as arrows that combine all logistics components to point out an important object and lead us to the right place.
Therefore, cells and arrows are the basis of the logistics visual code. Structured chaos. A movement towards the goal. Process stability.
In addition to the regular media (trucks, badges, pens, t-shirts), we added one more — a website redesign. Our designers turned all arrows in the right direction and made honeycombs of the perfect size. Visit the website to check what we've finished with:
Max Burtsev — Сreative Director;
Olya Burtseva — Account Director;
Lera Tkachenko — Account Manager;
Oleh Mysiagin, Mykyta Barkov, Olya Pomeranska — Strategists;
Alina Gerasimchuk, Olya Shevchuk, Dasha Starko — Copywriters;
Yevhen Babanin — Designer.
